Influencer marketing in practice
You have probably heard the buzz word influencer marketing, but even though most people recognize the word, recognition is one thing and actually applying it to your marketing strategy another. Influencer marketing is an alternative marketing form that was born in connection with the growing digitalization.
Due to an over communicated world with a myriad of advertising messages wherever we turn, the users has begun to be more critical towards marketing in general. Which makes it harder to capture and maintain their attention.
The internet and social media has brought with them a new opportunity for marketing. Where we in the old days were used to push-marketing with the receiver being passive, we are today seeing a greater consumption than ever of pull marketing. Here are the receivers themselves a part of creating content on blogs, social media and Youtube, it’s here influencer marketing comes in.
“Due to an over communicated world with a myriad of advertising messages wherever we turn, the users has begun to be more critical towards marketing in general”
The definition of influencer marketing
The definition of the phenomenon influencer marketing is in constant change since the phenomenon is under constant development. Our definition of influencer marketing – or influencers – is that they’re people that has the ability to affect their followers consumer patterns. In 1997 we heard about blogs for the first time. The first blogs were a place where individuals could talk about and share their lives with other individuals. Especially interesting was the possibility of two-way communication and after platforms like Facebook, Instagram and Youtube saw the light of day it kicked off for real.
Social media has become a sort of online community where the follower gets involved in the influencers daily thoughts and actions. They inspire their followers whether it comes to clothes, make-up, hair, interior, food or even travels. The influencers are often met with a form of identification or fascination since you can either recognise yourself or get inspired by who or what you want to transform into as a person.
“Social media has become a sort of online community where the follower gets involved in the influencers daily thoughts and actions”
Who can use influencer marketing?
The relation between influencers and followers is crucial for the influencers marketing success, and it’s the influencers loan of ethos and distribution channels that you as a brand buy into. It’s of great importance that you as a brand or agency understand the universe that you buy into. It provides the best foundation for engaging and relevant content to the target audience.
Influencer marketing is relevant for brands that wishes to increase their awareness and gain or retain loyal customers or obtain an increase in sales. The latter often requires a bigger budget and is a more long term goal. But with the right strategy, choice of media channels, qualification and recruitment of influencers, the interaction between all people involved, roles, outside strategies and similar, it’s at least as many opportunities to create value in this business as in traditional media like TV and print.
Our secret is nothing less than the use of data in all stages of a campaign. It increases the quality of influencer marketing like never before, and it gives you the opportunity to make better informed decisions. But no one said that it would be easy!
“Influencer marketing is relevant for brands that wishes to increase their awareness and gain or retain loyal customers, or obtain an increase in sales”